In a game-changing move, Nykaa, India’s leading beauty and lifestyle destination, has teamed up with the L’Oréal Group to introduce the trailblazing beauty brand, Urban Decay, exclusively to the Indian market. This strategic partnership marks a significant leap in Nykaa’s commitment to offering cutting-edge global beauty brands, including Kiehl’s and Lancôme, the company announced in a release.
Renowned for its cruelty-free, high-performance makeup, Urban Decay’s fearless ethos and celebration of individuality make it a perfect fit for the vibrant and expressive Indian consumer. The brand, which debuted at Nykaaland, is set to take the virtual shelves of Nykaa’s online platforms by storm, starting November 7, 2023.
Charles-Alexandre BOCZMAK, General Manager of L’Oréal International Distribution South Asia & India, expressed confidence in Nykaa as the ideal partner to introduce Urban Decay to Indian makeup enthusiasts. “Urban Decay represents a commitment to unleashing creativity, with radically lasting, pigmented makeup that allows fearless self-expression,” he remarked.
Anchit Nayar, Executive Director & CEO, Nykaa Beauty, shared his enthusiasm, stating, “We are thrilled to introduce Urban Decay to our Indian consumers. Urban Decay has been a cult favorite among beauty enthusiasts for its innovative and high-quality products. At Nykaa, we believe that beauty is not just skin deep; it’s about self-expression and empowerment, and Urban Decay’s bold, creative, and high-performance cosmetics align perfectly with our vision.”
Urban Decay, born in L.A. in 1996, has been a pioneer in the beauty world, challenging norms with its commitment to 100% cruelty-free products. The brand’s iconic All Nighter Setting Spray, Naked Palettes, and showstopper MOONDUST eyeshadow promise to redefine makeup routines and inspire fearless expression, the release added.
Nykaa consumers can now experience the groundbreaking Urban Decay products exclusively on the Nykaa platform. This collaboration is a testament to Nykaa’s commitment to providing Indian beauty enthusiasts with access to the latest and most innovative global beauty brands. Beauty aficionados can now explore and embrace Urban Decay’s fearless creativity by visiting the Nykaa website, app, and select retail stores.
